“Literally over night"

Migros developed the standardised, economical «Manesse-System» to convert its stores into self-service shops. This system enabled each branch to perform the necessary renovations in a single weekend. Its most important element was the «Mecco rack », which could be made to fit into any space.

After the introduction of self-service in 1948, Migros converts its shops with service into self-service with impressive speed. But conversion costs money, and each day that a branch is closed for renovation makes the conversion more expensive. Gottlieb Duttweiler therefore commissions the architect E. Schwarzenbach to develop the most cost-effective method possible. The aim is to carry out the conversion over the weekend; that is, within 48 hours.
First, Schwarzenbach, with the help of a branch manager, develops ”Mecco shelves”. Migros calls these an ”almost sensational shelving system of steel pipes“ and obtains a patent for them. The name derives from the Meccano building sets, as the appropriate shelving for each shop floor can be put together using the different pieces.
The interior design is based on studies, the architect carried out in Denmark. The concept sees simple, light and friendly spaces with neon ceiling lighting and coloured walls. The Brückenbauer later reports of a shop conversion where the ”dark ceiling“ is ”fitted out with light Pavatex“ and the hanging lamps are replaced with ”light tubes“. Also, the ”art nouveau pillars“ which disturb the view “ are given a new ”elegant casing of linoleum-covered wood”.
The real test for the conversion concept takes place in the Manesseplatz branch in Zurich – and it passes. The shops with service are converted over the period of just one weekend. On Monday morning, punctually at 7.30h, the housewives wait in front of the Migros shop, which has changed practically overnight into a self-service shop.